Just because an aged lead originated on the web doesn’t mean it needs to stay on the web. With the best aged leads, like those from The Aged Lead Store, you can have a lot of success with a direct mail campaign. For those agents asking how to generate leads without cold calling, pay attention. This is the case for why and how to use aged leads in your direct mail campaigns.
Know the Case for Direct Mail Aged Lead Campaigns
While it’s easy to look at the advance of technology and think direct mail is behind the times, this is not the case. Direct mail is still alive and kicking. Here are some statistics to consider:
- 64% of people have visited a website because of a piece of direct mail.
- 25% of all print catalogs mailed out over the last six months triggered a website visit.
- 79% of consumers say reading their mail is more convenient than going online.
- And that’s not just the old fogeys — 42% of 25–34 year olds find the mail they receive useful.
- All in all 92% of younger consumers prefer direct mail when it comes to a purchase decision.
And when it comes to aged leads, there’s even more of an advantage to doing direct mail. That’s because aged leads are leads who have already self-targeted — they have already told you they are in the market for a particular product or service!
Send the Right Mail at the Right Time
As for the “how” of direct mail with aged leads, what and when you decide to send matters. Sent at the wrong time, any direct mail campaign isn’t going to do well. There’s also the matter of what to send. Will your campaign be a series of simple postcards spaced out over months? Or one big flashy campaign?
Unfortunately, there’s no simple right or wrong answer here. It has a lot to do with the specifics of your campaign, your chosen sales demographic, and your line of business. That said, you can plan for success by first, controlling for each of these variables, and second, making sure your campaign focuses on getting your lead to take action.
Remind Them About Their Needs
So for a successful campaign, you need them to take action. How do you do that? Remind your recipients about their needs and send those reminders at the right time. The way you do this will vary a little bit depending on your line of business.
Say you’re working with aged auto leads. You’ll want to take note of the date they requested a quote and the date their current policy expires (if available). These are key dates. If you’re working with an aged lead, consider sending a direct mail piece before their next six-month premium is due.
Or look at term-life leads. Perhaps they’ve had a life change — a new baby, a marriage, a job change. Consider sending out a mailer at regular intervals, quarterly or semi-annually, after their quote request date.
With all your leads, holidays, birthdays, and policy anniversaries are good times to send out a campaign. These are the times of year that folks take stock of their lives, which is a great opportunity for insurance sales professionals.
Take the Guesswork Out of Their Decision
When you have a lead that desperately wants to make the right decision, either for their own best interests, or for the benefit of their family, these are folks that are motivated to take action. However, making a big decision is such an energy-draining experience when it’s not in your wheelhouse.
You can get a great response to your direct mail campaign by taking the difficulty out of a decision. Make it an easy decision for them, where you do all the work, you offer a free consultation on their schedule, and provide the best solution based on their needs.
And remember, when it comes to the best direct response mailers, what is marketed is not products or services, but outcomes. You want to make sure your direct response materials offer real solutions that solve a prospect’s needs to protect his family, save on car insurance, protect her home investment, and so on.
Be Ready to Follow Up
Most importantly, make sure you’re ready to handle responses when you send out your direct mail appeal. Nothing builds rapport with your potential clients like a consistent follow-up.
Test everything before going live with your campaign. If you direct folks to an online lead magnet, make sure it looks great and functions perfectly before sending out your mail. If you will direct folks to call, make sure you make time to work them into your sales funnel.
It’s amazing the folks in the sales world who don’t do this. Half of all salespeople don’t do follow-ups. This is a big opportunity for you, if you can be patient — as 80% of sales happen on the 5th through 12th sales contact. It may take a little extra work to set up, but the rewards are pretty significant.
Whatever you may have heard, direct mail is far from dead, in fact, it’s moved into the 21st century. Many folks trust direct mail more than email or phone calls. When it comes in the mail, it just feels official and authentic. But for your sales business to reap the rewards of a direct mail campaign, it has to be done just right. Timing matters. But so does the messaging of your direct mail collateral and how well you’re able to drive an actionable response. And lastly, make sure you’re ready to handle all those responses before you launch your campaign. When you’re on the ball with follow-ups, that’s when you’ll take your sales to the next level.
Get started today with a fresh supply of high-quality aged leads from The Aged Lead Store. You’ll find thousands of sortable aged leads, ready to boost your sales, whether your business is auto, life, health, Medicare supplement or homeowners insurance, annuities, auto warranty coverage, or mortgage refinance.